What we learned from dmexco this year


It’s hard to believe that dmexco has closed its doors for another year. One week on from the event and with dust well and truly settled, how successful was this year’s dmexco?

Now in its 9th consecutive year, dmexco is no stranger to attracting large crowds, who in their abundance are looking for the latest trends in the digital marketing & advertising space. And who can blame them? Considered the ‘go-to’ event for the very latest in technology and innovation, this year was no exception with the usual suspects, tech giants like Google & Facebook, and of course the ad tech vendors, brands and agencies all in attendance. Unlike previous years, there was speculation surrounding this year’s event and if it would live up to the hype of its predecessors. In short, the answer is YES! While there may have been somewhat fewer lingerers & more streamlined stand activations, all the major players were in attendance and the content (a full 2-day speaker and seminar program) was as strong as ever.

Each year dmexco presents a number of themes that will shape the future of the advertising industry, and this year was no exception. While a lot of discussion centered around personalization and the user experience at the forefront of advertising technology, my 3 main takeaway trends from the event include:

AI & Machine learning

While AI & Machine learning continues to make headwinds, it’s important not to disregard the human element to the success of both technologies. We must remember that AI is only as good as the people who are using it.

Data management & transparency

Data control, ownership & privacy is still considered a very ‘hot’ topic for brands & agencies. How brands & agencies are dealing with large amounts of data and integrating data with DMPs, was another reason to suggest that data management is still at the forefront of discussion for the industry.

Advanced TV

With consumer viewing habits and technology evolving at the speed of light, it comes as no surprise why we’ve seen and will continue to see the rise of Connected TV advertising over the next couple of years.

A personal highlight for me at dmexco this year, was our VP EMEA, Mike Shaw in action, presenting the results of our global research on the ‘Role of the media buyer in 2019’ on Day 1 of dmexco. With the rise of the digital transformation era, Mike explained that the media buyer role would change significantly in the coming years to one that is more creative, considered a strategic advisor & will deliver a solid performance at a low price. For more information on Mike’s presentation, please reach out to connect@dataxu.com. Despite this year’s changing crowds and stands, one thing remains certain, dmexco continues to remain the European event of the digital calendar!

Crowd at dmexco2018

Mike Shaw speaking at dmexco